When it comes to making Fjällfil (Swedish for Mountain sour milk), the most important ingredient is the mountain. Obviously. If the cows cannot see the mountains, it just becomes regular sour milk.
In a series of commercials we meet one of our Fjällfil farmers, whose calling in life is to make sure the cows always have the best possible view of the mountain. The purpose of the campaign was to reposition Fjällfil after a few dormant years. The result has been overwhelmingly positive, both in terms of sales and branding.